• The 4 Ps Framework now guides internal DEIB decisions and tracking.
  • AI Chat Launch: On April 1, Tinder released “The Game Game” (aka “Test Your Rizz”), an AI chatbot that lets users practice flirting through playful, randomized scenarios with instant feedback.
  • Strategic Adjustments: Our Responsible AI audit shaped early design iterations—shifting away from aggressive “performance” towards empathetic, confidence-building prompts.
  • Engagement & Safety: While users praised the novelty and confidence boost, our oversight ensured psychological safety remains a priority in feature evolution.
  • Leadership & Culture: Over 1,000 leaders and ICs received adaptive leadership and inclusive AI design training. Hiring practices and DEI scorecards were redesigned and scaled.
  • Brand Equity: Product voice, feature design, and content now reflect an inclusive tone, especially centering women and underrepresented users.


Firefly helped position Tinder as more than a dating app—it's now a leader in responsible, equity-centered AI innovation.


RESULTS

Tinder—a global relationship builder for millions—sought to embed equity, safety, and trust into its core platform. As Gen Z and women users became more cautious about authenticity and inclusion, Tinder partnered with Firefly to evolve inclusion from buzzword to business strategy.


BUSINESS NEEDS

Approach

We co-designed and launched Tinder’s strategic roadmap, the 4 Ps Framework—People, Product, Positioning, Perception—with a Responsible AI component to address equity in innovation.

  • People: Inclusive hiring playbooks, leader-oriented DEI metrics, and bias/leadership training.
  • Positioning: Equitable onboarding prompts, culturally relevant feature narratives, and product messaging.
  • Perception: “We Win With Women” campaign and partnerships to signal safety, empowerment, and respect.
  • Product: Equity audits, ERG-led inclusive research, algorithmic reviews, and feature-level UX revisions. Example: Responsible AI — conducted a DEI-informed audit of Tinder’s “Test Your Rizz” AI chatbot (a playful flirting coach), focusing on risk calibration, tone refinement, and cultural relevance benchmarking.

We needed a partner who could help us build trust, safety, and inclusion into everything—from how we design features to how we lead teams. Firefly delivered a powerful, multi-layered strategy that included inclusive hiring playbooks, bias training, product equity audits, and a full AI ethics review.

CLIENT PERSPECTIVES

Firefly helped us do something most consultants can’t: move fast without sacrificing depth. We needed a partner who could help us build trust, safety, and inclusion into everything—from how we design features to how we lead teams. Firefly delivered a powerful, multi-layered strategy that included inclusive hiring playbooks, bias training, product equity audits, and a full AI ethics review.

Their audit of our “Test Your Rizz” chatbot helped us catch risks early and reframe the experience toward psychological safety and cultural fluency. They worked with our ERGs, researchers, and executives as seamlessly as they worked with our ICs. It never felt generic—it felt like they were part of the team. I recommend Firefly to anyone who wants to lead in this space with integrity and boldness.

Nicole Senior, VP of DEI, Workplace & Culture, Tinder

CLIENT TESTIMONIAL

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